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All Journal Edulib Literatus JUDICIOUS: Journal of Management Jawa Dwipa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal of Economics, Business, Management, Accounting And Social Sciences Analisa: Jurnal Manajemen dan Akuntansi
Sudirman, Rio
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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Pengaruh Viral Marketing, Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Produk Hand And Body Lotion Merek Nivea (Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas 17 Agustus 1945 Banyuwangi) Puspitasari, Bela Ayu; Sudirman, Rio; Purnomo, Endri
LITERATUS Jurnal Ilmiah Internasional Sosial dan Budaya
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/lit.v6i1.1440

Abstract

This research aims to determine and analyze the influence of Viral Marketing, Brand Image and Lifestyle on Purchase Decisions for Nivea brand hand and body lotion products. The research population was students from the Faculty of Economics, University of 17 August 1945 Banyuwangi, with a research sample of 65 respondents. With the data obtained using the Probability Sampling technique with a simple random sampling technique and carrying out analysis which includes instrument testing, classical assumption testing, multiple linear regression testing, hypothesis testing and coefficient of determination testing. Based on the results of the analysis, conclusions can be drawn from the results of the hypothesis test F test, the Viral Marketing, Brand Image and Lifestyle variables are stated to be good and have a significant effect on the Purchase Decision variable for Nivea brand hand and body lotion products. The results obtained include validity and reliability, all of which are suitable for use and can be used in further tests. The regression results obtained Y = 4.004 + 0.364X1 + 0.366X2 + 0.334X3, the simultaneous test obtained calculated F> F table, t test for all variables calculated t value> t table, the value of the Adjusted R Square coefficient of determination was 40.8%, Assumption test The classic includes the normality test for all normal variables, the multicollinearity test without all multicollinearity, the total heteroscedasticity test without heteroscedasticity.
Pengaruh Desain Kemasan, Variasi Produk Dan Kualitas Produk Terhadap Minat Beli Konsumen Produk Bolu Tape Pada Toko Oleh-Oleh Anisa Di Rogojampi Anggraini, Distiara; Sudirman, Rio; Hurotul A, Winda
LITERATUS Jurnal Ilmiah Internasional Sosial dan Budaya
Publisher : Neolectura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37010/lit.v6i1.1441

Abstract

In running a business that is never free from competition, especially in terms of marketing, entrepreneurs compete to find ways to get their consumers by improving their company's performance to receive maximum profits, business people must know how to implement the right strategy to attract consumers, including creating attractive packaging designs, large product variations, and good product quality to increase consumer buying interest. The aim of this research is to determine the influence of packaging design, product variety and product quality on consumer buying interest at the Anisa Gift Shop in Rogojampi. This research uses a questionnaire method and data processing uses multiple linear regression analysis, coefficient of determination, partial test (t test), and simultaneous test (f test). The distribution of questionnaires was distributed to 70 respondents who were consumers at the Anisa Gift Shop. The results of this research show that the variables packaging design (X1), product variety (X2) and product quality (X3) partially (t test) or simultaneously (f test) have a positive and significant influence on consumer buying interest, with a coefficient of determination (Adjust R Square) obtained is 0.652 or 65.2%, meaning that 65.2% of Purchase Interest can be explained by Independent variables including Packaging Design (X1), Product Variation (X2), and Product Quality (X3), while the remaining 34.8% is likely to be explained by other independents who were not included in this study.
Co-Authors Anggraini, Distiara Anggraini, Evillia Dwi Angin, Sofia Asyriana BR Perangin Asyriana, Sofia Bambang Harmanto, Bambang Desi Safitri Dwi, Sholeh Eka, Shania Endri Purnomo Fernanda, Rena Aviolina Handika, Roy Subhan Tri Hurotul A, Winda Mahendra, Jonanda Wahyu Marini, Tasya Indah Moh. Fahrurrozi Puspitasari, Bela Ayu Sholeh Dwi, Moh Teguh Purnomo, Teguh Vitasari, Leni Wahyu Ferawati, Indah